How to (Gracefully) Remind Customers Why Your Services Matter

The longer we all work with our customers the more comfortable our relationships become. We fall into the day-to-day routine that delivers the most efficient, effective solutions with the least friction and disruption for everyone.

But an interesting thing happens that we often don’t realize.?

This is especially problematic when we’re providing a recurring service. We usually start by resolving a problem the client wants taken care of right now. Everyone comes away happy, and the relationship grows.?

Over time, because we’ve learned to anticipate our client’s needs, we proactively prevent a repeat of the problem that brought them to us originally. We continue to deliver thoughtful, targeted services without announcing each successful problem averted.

Availability Bias Means We Only Recall Readily Available Information

At some point, clients are going to question the value of your service. When everything is running smoothly, clients don’t hear from you as often. This gives them room to wonder if they need your services any longer. Your clients don’t know what you know. It’s understandable that they can underestimate the expertise and attention invested in their problem-free days.

Reminding clients that your services, your years of experience, and deep knowledge are working on their behalf can feel awkward, boastful, and self-serving. I get it. It’s a problem we’ve wrestled with for years.?

How to Remind Without Feeling Like a Jerk

Here's a company that has found a way to overcome this common customer value pitfall.

I recently shared our experience moving our payroll services from Paychex to Gusto. As a primarily self-service HR, payroll, and benefits platform, Gusto has to invest heavily in customer-first thinking. If they can’t deliver their services the way the customer expects them, Gusto’s customer lifetime value will crater.

Like every business relationship, Gusto has to strike a happy balance between useful email communication and annoying interruptions. Last week I received an email from these folks that made me smile. It was so smart in its spot-on messaging that I saved it to share with you.

The Email That Says Value Without Being Salesy

What did they do that’s so smart (in my opinion)?

The email subject. “You’re all set up for success.” speaks directly to the customer. It’s short and clear. It tells me where we are now – “All set up” – so nothing more for you to do, folks. What we get --“success”.

Setting the tone. They reassure us that we’ve made the right decision to become a customer. When time goes by and the problems have been put to rest, it’s easy to forget why we made the buying decision we did. These 4 simple words, “You know your stuff.”, remove the doubt.

How can you not feel confident -- and a little smug -- that you made a wise decision?

What you get reminder. Then, they go on to tell me what that smart decision is doing for us every day. It’s not a laundry list of salesy, impersonal features, but practical, relevant-to-Quest services.?

Wrapping it up with how to continue the connection says, “We’re listening. We care about the relationship.”

And that’s how we can gracefully remind our clients that the value of our services to them hasn’t faded over time.?

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